The Scarcliff Dictionary of Branding » E http://www.scarcliffdictionary.com Thu, 22 Jul 2010 23:15:12 +0000 en hourly 1 http://wordpress.org/?v=3.0 enhanced descriptor http://www.scarcliffdictionary.com/2010/07/enhanced-descriptor/ http://www.scarcliffdictionary.com/2010/07/enhanced-descriptor/#comments Thu, 22 Jul 2010 22:59:40 +0000 Troy http://www.scarcliffdictionary.com/?p=644 Definition | Meaning

  1. A suggestive word that may or not be trademarked, but characterizes the offer in a helpful way.

Example | Illustration

Etymology | Origin

Compare | See

]]> http://www.scarcliffdictionary.com/2010/07/enhanced-descriptor/feed/ 0 endorsement http://www.scarcliffdictionary.com/2010/07/endorsement/ http://www.scarcliffdictionary.com/2010/07/endorsement/#comments Thu, 22 Jul 2010 22:57:17 +0000 Troy http://www.scarcliffdictionary.com/?p=642 Definition | Meaning

  1. Application of the parent brand identity to uphold and add validity to an allied offer.

Example | Illustration

Etymology | Origin

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]]> http://www.scarcliffdictionary.com/2010/07/endorsement/feed/ 0 euonymous http://www.scarcliffdictionary.com/2010/07/euonymous/ http://www.scarcliffdictionary.com/2010/07/euonymous/#comments Thu, 22 Jul 2010 22:00:13 +0000 Troy http://www.scarcliffdictionary.com/?p=590 Definition | Meaning

Example | Illustration

  • A fitting name.

Etymology | Origin

Compare | See

]]> http://www.scarcliffdictionary.com/2010/07/euonymous/feed/ 0 exonym http://www.scarcliffdictionary.com/2007/12/exonym/ http://www.scarcliffdictionary.com/2007/12/exonym/#comments Sat, 29 Dec 2007 17:05:13 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/exonym/ Definition | Meaning

  1. A place name which is pronounced or spelled very differently in its language of origination.

Example | Illustation

  • The Italian city of Firenze is typically referred to in English as Florence.
]]> http://www.scarcliffdictionary.com/2007/12/exonym/feed/ 0 exclamatory sentence http://www.scarcliffdictionary.com/2007/12/exclamatory-sentence/ http://www.scarcliffdictionary.com/2007/12/exclamatory-sentence/#comments Sat, 29 Dec 2007 17:04:41 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/exclamatory-sentence/ Continue reading →]]> Definition | Meaning

  1. Any brand name consisting of a complete exclamation designed to express an emotional reaction to the product and invariably marked with an exclamation point.

Example | Illustration

  • Gee, Your Hair Smells Terrific! shampoo
  • I Can’t Believe It’s Not Butter! margarine

Etymology | Origin

]]> http://www.scarcliffdictionary.com/2007/12/exclamatory-sentence/feed/ 0 euphony http://www.scarcliffdictionary.com/2007/12/euphony/ http://www.scarcliffdictionary.com/2007/12/euphony/#comments Sat, 29 Dec 2007 17:04:10 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/euphony/ Continue reading →]]> Definition | Meaning

  1. A smooth, mellifluous sound effect, irrespective of meaning.

Example | Illustration

  • to most English speakers, the name Charmin is pleasant to the ear, regardless of its meaning

Etymology | Origin

  • French euphonie < Late Latin euphonia < Greek euphonia < euphonos ‘sweet-voiced’ < eu- ‘good, well’ + phone ‘sound’

Compare | See

  • dissonance
]]> http://www.scarcliffdictionary.com/2007/12/euphony/feed/ 0 euphemism http://www.scarcliffdictionary.com/2007/12/euphemism/ http://www.scarcliffdictionary.com/2007/12/euphemism/#comments Sat, 29 Dec 2007 17:03:35 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/euphemism/ Definition | Meaning

  1. Any inoffensive substitute for a term considered offensive or inappropriate.

Example | Illustration

  • Cottonelle UltraSoft Double Roll bathroom tissue is a lengthy euphemism for toilet paper

Etymology | Origin

  • Greek eu ‘good’ + pheme ‘speech’
]]> http://www.scarcliffdictionary.com/2007/12/euphemism/feed/ 0 euonym http://www.scarcliffdictionary.com/2007/12/euonym/ http://www.scarcliffdictionary.com/2007/12/euonym/#comments Sat, 29 Dec 2007 17:02:50 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/euonym/ Definition | Meaning

  1. Any brand name particularly well-suited to its positioning and/or purpose.

Example | Illustration

Etymology | Origin

]]> http://www.scarcliffdictionary.com/2007/12/euonym/feed/ 0 ethos http://www.scarcliffdictionary.com/2007/12/ethos/ http://www.scarcliffdictionary.com/2007/12/ethos/#comments Sat, 29 Dec 2007 17:02:25 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/ethos/ Definition | Meaning

  1. The distinctive beliefs of a company, typically instilled, consciously or unconsciously, by its founders.

Example | Illustration

Etymology | Origin

]]> http://www.scarcliffdictionary.com/2007/12/ethos/feed/ 0 eponym http://www.scarcliffdictionary.com/2007/12/eponym/ http://www.scarcliffdictionary.com/2007/12/eponym/#comments Sat, 29 Dec 2007 17:01:47 +0000 Brent http://www.scarcliff.com/dictionary/2007/12/eponym/ Continue reading →]]> Definition | Meaning

  1. Any brand name derived from a personal name, even if that person is fictitious, mysterious, or legendary.

Example | Illustration

  • Aunt Jemima
  • Betty Crocker
  • Michael Jordan
  • Barbie

Etymology | Origin

  • French éponyme < Greek eponumos ‘named after’ < epi- ‘after’ + onuma ‘name’

Compare | See

  • matronym
  • patronym
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